Sure, everyone is talking about social media these days. But one of the best business applications I’ve seen lately came not from some expert on the topic, but instead from a small, local farm in Lathrop, Missouri.

Campo Lindo Farms grows all natural, free-range chickens and eggs for people in the Kansas City area. And, while the products they produce can certainly stand on their own, it’s the way they connect with their customers (myself included) that keeps us coming back for more. First of all, every carton of eggs, contains a small, 2-3 sentence “update from the farm” letting customers know what’s new with the hens (a.k.a “the ladies”) or other news of relevance. It changes frequently. And, almost always makes me chuckle.

Most recently, the message took on a slightly more serious tone as the owners of the farm addressed a health scare. When reports of brain tumors in the area were linked to a nearby tannery that allowed area farmers to use its sludge as fertilizer, the folks at Campo Lindo were quick to respond. The egg carton message assured customers that their farm and animals were uncontaminated, as they only use compost from material on their own farm. But it also went on to encourage customers to question where their food is coming from. And, as always, it provided a personal email account from the owners for submitting questions, concerns or comments.

While this may seem like nothing revolutionary, it’s leaps ahead of how some companies are approaching social media as a means to push out marketing messages, rather than engaging their customers. It’s relevant, transparent and above all else, genuine. Oh, and did I mention they have a facebook page? Check it out. Or, better yet, become a fan. At the very least, consider buying their product. Even if you’re a die-hard vegan, you’ll enjoy the stories they have to tell.